Q1: Congratulations on being the 2014 President of the Philippine Marketing Association. How is marketing an association different (or similar) from marketing a product or a service?
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This is continuation of our interview with Universal Robina Corporation’s Vice President-Marketing Edwin Totanes on Launching and Defending New Products. In this second part, Mr. Totanes generously shares about lessons he learned from failures. For Part 1 of his interview, click here Q7: One of your early marketing assignments was as brand manager of Procter and Gamble for Crest. While […]
“Research results should be “used directionally” and not necessarily to be “followed directly” Edwin Totanes Q1: Congratulations on your winning the prestigious Agora Awards for marketing management from the Philippine Marketing Association last 2013. What do you consider are your biggest marketing achievements so far and why? I have selected 3 examples from my previous employment at a) Kraft Foods, Inc.; […]
Q1: What were the more successful tools or techniques you employed that drove customers to Marie France? Advertising is our mainstay and is a major driver for new trials. We closely monitor the statistics of responses versus the type of ads, here and internationally, and adjust to local trends, and often try to develop a trend. A successful ad slogan […]
Q1: Fast food companies are already selling French fries bundled with their value meals. What made you decide that there is an opportunity to sell fries separately in kiosks? I think the idea or opportunity we saw was that there was a business selling snacks to people who are mobile and who need a companion food. That is why we, […]
Q1: Bizu is a premium brand of cakes and restaurants. How did you decide that this is the way to go? The first thing that I did when I set out to create Bizu was to search my soul. I have always dreamt of running a patisserie similar to the ones found in France and wondered why we didn’t have […]
Record-breaking, bestselling author Josiah Go is the Chairman of Mansmith and Fielders, Inc. (the leading marketing and sales training company in the Philippines), and Chairman of Waters Philippines (the market leader in the direct selling of premium home water purifiers in the Philippines). He is Chairman / Vice Chairman / Director of over a dozen companies. Business Background Chairman of […]
Love makes people notice your brand. Trust makes them stay. Yet many companies chase “brand love” as if it were the endgame, pouring budgets into viral campaigns, celebrity tie-ups, and grand launches. But affection built on hype is fragile. One crisis, one bad review, one broken promise. and that love vanishes. In the Philippines, this distinction matters even more. Filipino […]
Dear Fellow Filipino, We are often described as the world’s most resilient people: smiling through hardship, laughing in traffic, finding light in the dark. The world admires that optimism. But perhaps we must now ask: have we learned to survive so well that we’ve forgotten how to transform? What worked for us before may hold us back now. When we […]
Public awareness around corruption and social justice is at an all-time high across much of Asia, including the Philippines. Wealth and power, once flaunted without question, are now being cast in a more critical light. For years, social media made ostentatious displays of wealth feel routine. Few questioned the sources of that luxury, and many influencers posted without considering the […]